Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Oral Care in Denmark

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Executive Summary

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PROSPECTS

Category growth driven by an increasing focus on oral health

As part of the health and wellness trend which flourished in Denmark over the review period, consumers are paying more attention to their oral health and hygiene. Although Danes have historically had a relatively high level of oral hygiene, a growing number are now looking for ways to further improve their daily oral care routines, for example by using electric toothbrushes, tooth whiteners or simply changing their toothbrush more regularly and using dental floss.

Electric toothbrushes continues to outperform manual toothbrushes

Electric toothbrushes continued to outperform manual toothbrushes in 2017 as a growing number of Danish consumers made the switch to the former. The growing popularity of electric toothbrushes can be attributed to a number of different factors, one of which is that many Danes now believe that electric toothbrushes are more efficient than their manual counterparts.

COMPETITIVE LANDSCAPE

Major players dominate oral care in Denmark

Oral care in Denmark continued to be dominated by large multinationals in 2017, with the leading players Colgate-Palmolive, Unilever and GlaxoSmithKline Consumer HealthCare together accounting for more than half of the category’s total value sales. The strength of these manufacturers is largely due to the fact that they market some of the most popular oral care brands in Denmark, including Colgate, Zendium and Aquafresh.

Private label struggles to compete with strong brands

Private label continued to hold a minor value share in oral care in Denmark in 2017. Oral hygiene is important to most Danish consumers and so many find it difficult to justify purchasing a private label product and put their oral care in the hands of a less reputable product simply to make a marginal saving.

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